Arby’s is preparing to dish out what appears to be a sizable promotional plan for the NASCAR Chicago street race that it is now sponsoring, from a new ad that will air on TNT to branding on the course, a primary paint scheme on a car and an experiential activation area at track. The Inspire Brands-owned chain announced earlier this month that it had come aboard the event, which takes place around Grant Park, as a founding partner, though the race is now in its third year. It is taking advantage of the timing to advertise the new $7.59 angus cheesesteak that it recently added to its menu.
Earlier this year, Arby’s signed on to primary sponsor Rick Ware Racing’s No. 51 Ford for 12 events in the NASCAR Cup Series this season along with getting a presence with RWR’s NHRA team. One of those events will be at Chicago, and No. 51 driver Cody Ware will also appear in a 15-second ad where he and his team discuss the new cheesesteak on his radio as he drives around the track. The No. 51 paint scheme also advertises the new angus cheesesteak, as does branding between Turns Nos. 10-12 incluing two pedestrian bridges. The side of the car has a large picture of the sub and the Arby’s logo, while the bumper of the car says: “Follow me for cheesesteak.”
Coinciding with the race, Arby’s says it’s giving away 100,000 of the subs nationally to its rewards members. The sub is available for a limited time at participating locations nationwide and comes with a quarter pound of shaved steak, a blend of diced bell peppers and onions and a garlic sauce on a toasted bun. The chain has what it says is 3,500 locations in six global markets. Arby’s CMO Jeff Baker said that the chain was “proud to use this event to highlight our new Angus cheesesteaks,” and that ”With a cheesesteak giveaway and a full track takeover, this activation reflects our fandom and enthusiasm for racing.“
Other founding sponsors of the race are Xumo and BlueCross & BlueShield of Illinois.
